Purchase-journey experiment
Explore the original and modified experiences
Switch between the two versions to see how the purchase journey changed from product discovery to checkout.
Interactive recreation based on a real Shopify experiment. Branding, products, prices and interface details have been fictionalised. Commercial results are withheld for confidentiality.
What changed, moment by moment
The two versions shared the same catalogue, pricing structure and visual language. Only the supporting structure of the journey differed.
| Journey moment | Original | Modified |
|---|---|---|
| Product page | Primary CTA only | Sticky bar returning to the picker |
| Empty cart | Continue shopping | Curated recommendations |
| Populated cart | Core cart controls | Progress, reassurance and inline add-ons |
| Checkout | Direct continuation | Optional one-time offer |
The experiment tested Version B as a combined journey. Its results cannot isolate the contribution of any individual change.
Early experiment direction
A qualitative read of the test while it was still collecting data. No commercial figures are shown.
Add-to-cart rate
Version B slightly ahead
Conversion rate
Version B slightly ahead
Revenue per visitor
Version B slightly ahead
Average order value
Version B slightly ahead
Confidence threshold
Not yet reached
At the time of documentation, Version B showed a small positive direction across the primary goal and supporting metrics. The experiment was still running, so no final winner was declared.
Directional summary · Exact commercial figures withheld